What’s in the “About” section of your law blog?

In starting LexBlog, I thought it important that each law blog have an About Section, a Services Section, and a Contact Section.

I called these promo categories on a blog versus substantive categories of the blog. Substantive referring to six or eight categories of content which served as a taxonomy outlining the items you blogged about.

Each of the promo categories served the purpose of helping assure readers that the blogger could serve as a reliable and trusted source of information and insight on the topic on which the blogger was writing. In other words, that the lawyer was “the real deal” and so was the blog.

Understand that the about section is about the blog — not you. The blog is not a place to repurpose a website bio or LinkedIn profile.

The about section ought to kick off with a sentence that says what you do as lawyer and what this blog covers.

This enables reporters and bloggers to copy and paste these short phrases into a story or blog post citing you. Why make it hard on reporters and bloggers like me when we want to attribute something to you as a source? In addition, you’ll be referred to exactly how you want to be referred to.

That sentence out to come with clarity and confidence on what you do today to help people or businesses and why this blog provides insight to folks with relevant interests. Insight and information that they may not be able tobget elsewhere.

Then go on and tell people a little about the blog. Why you started to publish the blog. What you cover. Why you have a passion in the area. Why you think you can do a nice job covering the area. What makes you uniquely capable. This makes you real and authentic.

Wrap it up with a little about you written in a conversation style. Write like you talk with folks over dinner. Informal, yet professional and not pouring it on too much.

A picture is nice. You may think about dressing less formal, just so the picture casts you in a professional light.

When people want more information about you they can go to LinkedIn or your firm’s website.

What’s the risk of pouring it on as with a law firm bio about all the things you do, where you’ve worked, where you went to school, where you’ve spoke and the recognition you’ve received? You will look pompous.

A law blog, at its core is a conversation and a vehicle for engaging people.

I don’t necessarily mean engaging in the form of comments. I mean in the way people get the feeling you are listening to them – you seem to understand the issues they face in business or as a person. You feel approachable. You don’t sound like other lawyers.

Bloggers and reporters will know you are listening to them as you engage them by citing and discussing in your blog what they are writing about.

Now that you have people listening to you and you are engaging them, do not brag about everything you’ve done. It’s a turn off. Give people what they need to know to feel comfortable with you as a person and a blogger.

Social media moves blog content as much as Google and email updates today. But not because you share blog posts on social media, but because others share your work. Keeping things low key about yourself will get more people sharing your blog and its content over time.

Hey, it’s only natural to tell folks as much as can about yourself with the goal of impressing them in the hope they will follow your blog and maybe hire you at some point. I am as guilty as anyone on this, if not more so.

But think about how you would you feel in a first conversation if someone bowled you over with information and accolades about themselves — especially a lawyer who you have never met.

This is a blog, not a marketing piece. A blog is a publication. You are a writer, reporter, columnist, editor or publisher.

Lead with what this publication is about and enough about you to let folks know that they can trust you and the insight you’ll share.

Image courtesy of Flickr by Matt Zhang